Most ad tech providers will try to convince you that you need an ad server, especially if you’re a high-volume ad network because that is what they are trying to sell. It is a powerful piece of software and can deliver measurable optimization to certain ad networks and other tech players, but an ad server is not the right solution for everyone in every situation. In our 10+ years of work in the industry, we
While there are quite a few ad networks where advertisers can buy campaigns and manage their campaigns, demand-side platforms (DSPs) – sometimes referred to as buy-side platforms – are much more sophisticated and provide a much wider array of tools to target, place real-time bids, track, retarget, and further optimize their ad placements. Demand-side platforms enable advertisers to reach billions of impressions in advertising inventory that can’t be realized on platforms like search or social.
In both paid search, display and mobile advertising, there’s plenty of inventory to purchase impressions on. In order to acquire solid results, you should be testing the purchase of hundreds or even thousands of keyword combinations on paid search. If you’re doing display advertising or mobile advertising, the inventory may be spread amongst hundreds or thousands of sites or apps. What is Real-Time Bidding? To manually monitor and bid on the places you wish to
Spend $100k and you get a two-sided direct mail postcard sent to 100,000 people. $100k will get 4 broadcast commercial spots on Bravo seen by 1.85 million. $150k can get you one day of sponsored Twitter trends, an exposure of 18 million Twitterers. $200k will get you a Facebook display ad campaign seen by 266 million. Marketers are feeling the effects of a shifting digital demographic. But breaking down the numbers highlights how transformative the